臺灣博碩士論文加值系統

根據美國貿易代表署（USTR）公佈「2009年特別301報告」，對全球77個國家和地區的智慧財產權保護情形提出檢討。中國已經連續第5年被列入「優先觀察名單」。
中國現階段最令人頭痛的問題就是仿冒問題，人們毫無忌憚地購買仿冒品，這是導致仿冒品泛濫的主要原因，而消費者購買仿冒品的原因，可以從許多層面來探討，其中包括法律、文化、心理、個人特質、經濟等層面，每個構面皆會影響消費者購買仿冒品的行為意圖。有許多研究指出消費者的消費觀念，會受到國家文化的不同而有所影響。亦有研究指出國家文化特質對消費行為之解釋尚為不足，故本研究進而加入個人特質加以討論，分析華人文化因素（面子、集體主義）是否會影響個人特質（消費倫理信念、物質主義、風險趨避），再以計劃行為理論為基礎，探討個人特質是否會影響消費者的態度、主觀規範及自我效能，而消費者的態度、主觀規範及自我效能是否會影響仿冒品的購買意圖。
本研究以中國大陸有經濟收入之消費者為樣本，採用問卷調查法，運用迴歸分析法驗證假說。研究結果顯示：
（一）在華人文化因素中，面子對個人特質三個構面皆有影響關係；集體主義對個人特質方面，僅有物質主義及風險趨避有顯著影響。
（二）在個人特質部分，消費倫理信念和物質主義對消費者的態度、主觀規範及自我效能皆有顯著影響；風險趨避僅對主觀規範及自我效能有顯著影響。
（三）消費者的態度、主觀規範及自我效能皆會對仿冒品的購買意圖有所影響。

According to Special 301 report in 2009 compiled by the United States Trade Representative (USTR) office, 77 countries’ protection and enforcement of intellectual property rights were reviewed. China has remained on the Priority Watch List for the fifth consecutive year.
The most serious problem that China faces today is the issue of Counterfeiting. This is the result of people keep buying counterfeit products without scruple. The cause of this situation can be studied from many different perspectives, such as law, culture, psychology, personality traits, economy, etc. Each perspective has impact on the consumer’s intention of purchasing counterfeit products. Many researchers point out the consumption concept can be affected by national culture. On the other hand, some researches indicate there are not enough evidence to prove the relationship between the Chinese culture influences and consumption concept. Therefore, in this thesis we add personality traits into the consideration to analyze whether the Chinese culture factors (the face, collectivism) will influence the personality traits (consumer ethic beliefs, materialism, risk aversion). Base on the revise of the Theory of Planned Behavior, (TPB) to find out whether the personality traits will have impact on consumer’s attitude, subjective norm and self-efficacy. Determine if the consumer’s attitude, subjective norm and self-efficacy will influence consumer’s purchase intention of counterfeit products.
The questionnaire survey methodology is adopted, and the statistic sample pool is defined as the Chinese consumer who has personal income. Use regressing analysis to test the hypothesis. The result reveals:
1.In the Chinese Culture factors perspective the face has influence on all three aspects of personality traits; collectivism has influence on the materialism and risk aversion.
2.About personality traits, we find out consumer ethical and materialism has great impact on consumer’s attitude, subjective norm and self-efficacy. However, risk aversion only affect subjective norm and self-efficacy.
3.consumer’s attitude, subjective norm and self-efficacy has impact on consumer’s purchase intention of counterfeit products.
Keywords:

中文摘要 .....................................................................................................................i
英文摘要 .....................................................................................................................ii
誌謝 .............................................................................................................................iv
目錄 .............................................................................................................................v
表目錄 .........................................................................................................................vii
圖目錄 .........................................................................................................................ix
第一章 緒論 ...............................................................................................................1
1.1 研究背景與動機 .......................................................................................1
1.2 研究目的 ...................................................................................................4
1.3 研究流程 ...................................................................................................5
第二章 文獻探討 .......................................................................................................6
2.1 仿冒品與中國大陸山寨概況 ...................................................................6
2.1.1 仿冒品的定義與種類 ......................................................................6
2.1.2 仿冒品之購買意圖 ..........................................................................7
2.1.3 仿冒品概況 ......................................................................................9
2.1.4 中國大陸山寨概況 ..........................................................................12
2.2 華人文化因素 ...........................................................................................15
2.2.1 面子 ..................................................................................................15
2.2.2 集體主義 ..........................................................................................18
2.3 個人特質 ...................................................................................................21
2.3.1 消費倫理信念 ..................................................................................21
2.3.2 物質主義 ..........................................................................................25
2.3.3 風險趨避 ..........................................................................................27
2.4 計劃行為理論 ...........................................................................................29
2.4.1 理性行為理論 ..................................................................................29
2.4.2 計劃行為理論 ..................................................................................30
2.5 自我效能理論 ...........................................................................................33
第三章 研究方法 .......................................................................................................37
3.1 研究架構 ...................................................................................................37
3.2 研究假說 ...................................................................................................38
3.2.1 華人文化因素與個人特質之關係 ...................................................38
3.2.2 個人特質與修正計劃行為理論之關係 ...........................................41
3.2.3 修正計劃行為理論 ..........................................................................43
3.3 變數的操作型定義與衡量 .......................................................................45
3.3.1 華人文化因素 ..................................................................................45
3.3.2 個人特質 ..........................................................................................46
3.3.3 修正計劃行為理論 ..........................................................................48
3.4 研究設計 ...................................................................................................50
3.4.1 問卷設計 ..........................................................................................50
3.4.2 抽樣設計 ..........................................................................................51
3.5 資料分析方法 ...........................................................................................51
第四章 研究結果 .......................................................................................................53
4.1 樣本結構分析 ...........................................................................................53
4.2 因素分析 ...................................................................................................56
4.3 信度分析 ...................................................................................................60
4.4 相關分析 ...................................................................................................61
4.5 研究假說驗證與分析 ...............................................................................64
第五章 結論與建議 ....................................................................................................83
5.1 研究結論 ...................................................................................................83
5.2 管理意涵 ...................................................................................................87
5.3 研究限制 ...................................................................................................89
5.4 後續研究建議 ...........................................................................................90
參考文獻 .....................................................................................................................91
附錄-研究問卷 ............................................................................................................107
簡歷 .............................................................................................................................111

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